Climbing TheLadders: One Rung Short For A Lawsuit?

Some time back in 2011, then CEO and founder Marc Cenedella for TheLadders snuck in a brand reversal. Instead of focusing on premium jobs, the niche job listing site opted to expand its services to everyone.

“We’re expanding, and today we say ‘bye bye’ to helping only those over $100,000 and ‘hello’ to helping all career-minded professionals," he wrote. "TheLadders now takes all salary levels and shows the right jobs to the right person.”

Back when it happened, the announcement drew 139 comments. Most of them were negative. And the entire story, that TheLadders had decided to become another job site, was mostly over. Or was it?

TheLadders faces a lawsuit that could shutter it. We'll see.

Lurking largely behind the scenes was the next chapter in crisis for the company. TheLadders is now facing a class action lawsuit in New York federal court. Specifically, the lawsuit doesn't look at 2011 as a rebranding expansion. It looks at an old post as an admission by TheLadders.

According to the suit, many of the jobs offered on TheLadders were scraped from other sites with no attempt at verifying how much they paid or even if they were current before the company made the switch in 2011. You can read the complete lawsuit filing here, but the crux of it is that the company simply changed its language in 2011 to match what the service had been all along — a premium payment job site (and not necessarily a premium salary job site).

The suit, filed by the New York class action firm of Bursor & Fisher, was also reported by recruiting consultant and blogger Nick Corcodilos. I recommend this read, as Corcodilos has posted a summary. There is another interesting piece by the ERE here, especially because it reads like a foreshadow to the September surprise (even if David Manaster stopped short of calling the service a scam).

Loud complainers want to be customers. Watch out for everyone else.

Manaster then went on to dismiss the ruckus by saying something he has said before. "When people have a beef, they can be counted on to complain loudly. When people are satisfied, they tend to … well, be satisfied." He seems to have been wrong on that point then and remains equally wrong today.

When people have a beef, they tend to leave quietly because they've already given up. The complainers, on the other hand, tend to be people who still want to be your customers, even if your company is built on a questionable model. And then there are those who will be heard, not with words but with actions — like anyone who piled on with the class action lawsuit that alleges fraud.

Interestingly enough, it wasn't only the people who were paying for "hand-screened" job selection that have been frustrated by TheLadders. Employers weren't really happy either. Along with mapping out most of the history, the article sources a direct quote by Cenedella, admitting that as many as half of all listings were culled from the web. Basically, staffers guessed at salaries as opposed to verifying that the listings truly paid $100k or more.

Exposure is good, unless it leaves you exposed to unnecessary risk.

Several years ago, I wrote a story about a company that hoped to go head to head with TheLadders public relations machine. At the time, both wanted to dominate a subscription-based job site niche that focused on jobs starting at $100k. The other company, RiseSmart, eventually shifted its focus to outplacement because it couldn't really compete in a niche against a competitor that possibly cheated.

Those stories were written more than five years ago. Even then, people were saying what they are saying today. Most (if not all) premium job listing sites aren't worth the money they charge. Ironically, in one of the articles I sourced then, executives from TheLadders said that $100k jobs weren't listed on free sites but only premium payment sites like TheLadders. This "fact," it seems, couldn't have been true if 50 percent or most of the postings were culled. Culled jobs had to be listed somewhere.

And therein lies the rub. TheLadders unquestionably dominated the space and ran others businesses out of the niche with an overwhelming barrage of paid television commercials and public relations. But, at the same time, the crisis that TheLadders may face next is being framed up by all that coverage.

Every quote by company spokespeople that reinforces an overinflated marketing statement prior to 2011 carries the potential to become an exhibit. And although I'm not sure, the company seems to know it. Its current strategy seems to be burying lawsuit stories with anything and everything from Spring Cleaning job searches to launching a new ELITE program to JobMobile, an event that will bring industry thought leaders together in Atlanta, Chicago, New York City, and San Francisco.

That might not be all that surprising for the public relations heavy site. But what is surprising is that the company isn't talking about the suit. It hasn't made a statement anywhere on the site to date, but did issue a statement about the lawsuit to The Business Insider, making this a living case study.

Facebook Screening: Executive Mistake In The Making

Hat tip to David Svet and Shelly Kramer for sharing Mark Story's rebut to bad career advice from Forbes. The original article, Social Media And The Job Hunt: Squeaky-Clean Profiles Need Not Apply, alludes to an idea that some headhunters and human resources pros want to be psychoanalysts.

Meghan Casserly warns that people who scrub their Facebook pages of unflattering poses or risqué postings run the risk of being labeled as having "no social skills." Her advice runs contrary to the other extreme, which is that every Facebook account ought to be polished, protected, and controlled.

Casserly also tells a story about her friend, a 21-year-old screener, who looks for the right "personality match" as conveyed by Facebook, along with the usual qualifications that might make a candidate shine. Her advice, much like Story concludes, is bad. Maybe even more than he might suspect.

Facebook is not your personality in print. Facebook is merely a crude character sketch. 

The comments are akin to Peter Shankman, who said after he reads a LinkedIn profile, he immediately visits Facebook to see what they are really like. His comment inspired me to write "Why I Stopped Worrying About Being Batman." I was equally inspired by Story's debut, but for the right reasons.

What Shankman and Casserly both fail to realize is two-fold. Facebook does not capture who people "really are." And, more importantly, people don't draw the same conclusions from what might be there. For every company looking for a free-sprited socialite, another wants someone buttoned down. For everyone scratching their head about an old college photo, someone else is holding it in admiration.

Nobody can really guess these things. So it's best not to play games with them. You neither have to scrub your Facebook nor plant an appropriate amount of embarrassing moments or poor judgements. All you really need to do is be comfortable with who you are, share what you are comfortable sharing, and always remember that old adage that eventually creeps up in public relations classes. What's that?

Never do anything you wouldn't want to see on the front page of The New York Times.

In fairness to Casserly, it seems she was mostly trying to vet the other extreme and built an article around people who subscribe to the notion of letting it all hang out. She cites the ugly survey: "One in five executives say that a candidate's social media profile has caused them not to hire that person."

What is less clear, as always, is the reason why. Few surveys delve into the reason that people decide not to hire someone because of a Facebook account. And even fewer delve into the reason some companies have taken to screening them.

Sure, there has always been the "X factor" in job placement. Candidates who do everything right but are ultimately passed over because of intangible gut instincts. And some, although human resources hopes it will never show up, for anything and everything ranging from haircuts to political affiliations.

But my thought on that is pretty clear. If someone won't hire you based on social differences or a social media profile, then be glad they didn't hire you. There is a good chance you weren't a good fit, but for exactly the opposite reason. They weren't a good fit for you.

Better yet, ask if they would be willing to marry someone based on nothing but a Facebook account. And if they say they are already married, then ask for their spouse's Facebook address. When they ask why, tell them his or her account will tell you everything you need to know about their judgement. Ridiculous? Exactly right.

Bridging Online And Physical Space: The Recruiting Roadshow

As is often the case, I came away from speaking at John Sumser’s Recruiting Roadshow with more knowledge than I could ever hope to present yesterday.

For starters, it truly gave me an understanding just how far behind communication-related fields — advertising, marketing, public relations, communication, etc. — are from other industries. Yes, I pay attention when various colleagues on the marketing speaking circuits consistently report how few communication professionals are active — only 10-20 percent of their audience is engaged in social media, they often report.

Engaged communicators are ahead, but the industry is behind.

My experience was amazingly different. When I asked an audience of hundreds, primarily consisting of recruiters and human resource directors, how many were engaged in social media, the answer was amazingly different.

• 90 percent of the audience participate online
• 75 percent are members of at least one social network
• 50 percent are active members of one or more social networks
• 15 percent of the audience lead a social network or maintain a blog

Interesting. There doesn’t seem to be an online social media bubble for others, as communicators insist while they continue to argue about the validity of social media. As I’ve said before, social media exists. And therefore, it cannot be ignored, especially by communication-related fields.

Is it any wonder why more companies implemented internal communication programs in 2007, programs managed by human resources departments as opposed to corporate communication? According to Watson Wyatt’s 2007-2008 Communication ROI study, 53 percent of employers used communication to increase enrollment in benefits programs, up from 25 percent in 2003. As other departments continue to expand their roles and actively participate in social media, communicators may find themselves asking the same questions over and over again — how do we get a seat at the table?

Ridiculous. This reoccurring question is only asked by people who missed their opportunity to set the table in the first place.

We must erase the notion that online - offline networks are different.

After taking the spontaneous room survey, I pointed out that 100 percent of the people in attendance were members of a social network — the room, for a few hours — was a social network, indistinguishable from any online community.

Several hundred people registered to attend, filled a space, and then randomly met each other based on nothing more than a nametag and proximity of their seat. Funny. For all the discussions about whether to “friend” strangers online, not one person in attendance refused to shake hands with a stranger when a hand was extended. Online, people present much more than a nametag. Many of us present complete resumes, profiles, and years of thought on blogs.

We might as well be walking around with sandwich boards outlining who we are and what we do. So why do communicators remain skeptical?

Sometimes network exercises reveal more than intended.

One of the first exercises presented by Sumser and his team was an ingenious one designed to simulate an organic search. They had passed out little pieces of paper, each with one word written on them.

Then, he instructed the room to find five other people with the same word and introduce themselves to simulate an organic search. As chaos broke out in the room with people converging toward the middle, one person created a sign with his word and held it above his head. Others quickly followed suit, each holding signs above their heads.

“Did you notice how quickly others adopt innovation?” Sumser asked. “This is exactly the way innovation is adopted online.”

But there was something else, I noticed. The people who held signs above their heads may have expedited the exercise, but in doing so, met fewer people. And once people had found the word they were looking for, they felt gratified, forgetting to fully engage themselves in the sub-group they had created.

It reminded me of many online social networks. Sometimes the speed in which tasks are performed — such as attempting to increase the quantity of connections or increase traffic — undermines our own ability to truly engage people in any meaningful relationship. It’s quality of engagement, not quantity of engagement, that counts, online or off.

I worked some observations of the exercise into my presentation, remembering some great advice I had gleaned from Chris Brogan and Jeremiah Owyang. When you’re engaging in social networking activities, you don’t want to be the person with a sign on their head and megaphone as much as you want to be the person who joins the party and engages people on their terms.

This also presents a challenge in teaching people how to engage in social networks. I know many people who keep putting together bullet points for advice, but relatively few who remind people to ask the right question on the front end. What do you hope to accomplish?

For recruiters, I suggested they abandon the notion that social networks are technologies. It makes more sense to think about social networks as physical spaces much like the room where we had all assembled, with an emphasis on meeting people that may deliver mutually beneficial relationships.

• If you want to know more about the recruiting industry, join a recruiting network like RecruitingBlogs.com.
• If you want to engage prospective clients, invest more time in social networks around niche industries you specialize in, whether it’s health care, education, or whatever.
• If you want to engage job candidates, find social networks that consist of people within those specific industries or develop your own network within a larger network, much like people do every day on Twitter.

Above all, never discount online relationships as less than those you make physically. It’s the number of engagements with people, sometimes across many social networks, that deepens a relationship, much like life. Except online, you often have a greater chance to know about someone well beyond the nametags that decorated everyone’s apparel around the room.

Targeting Nomads: Social Networks

“MySpace, Facebook, LinkedIN: Social networking is probably the biggest change in how people use the web. With nearly 100M visitors there is something going on here, yet it hasn’t taken off behind the firewall.” — Paul Pedrazzi, OracleAppsLab

Pedrazzi is not alone in wondering just what social networks might do for business. Geoff Livingston, on his new Now Is Gone book blog, noted that Facebook doesn’t build communities as much it reconnects existing relationships. Michel Fortin concludes “it's not a viable marketing tool. At least, not for me.”

So why all the hype? Enough hype that the Trade Union Congress (TUC) in Britain felt the need to issue a release defending worker on-the-job access to social networking sites. That eight percent of businesses report they are actually afraid of employee backlash if they ban social networks. That some claim social networks are an integral ingredient in our cyberspace environment.

Social networks present a viable and worthwhile consideration for any social media mix, but they do not seem well suited to support a sustainable communication strategy or meaningful content. More often than not, they are consumer-generated content billboards for traditional and new media (blogs) hoping to capture online nomads as they wander their way to watering holes for individual conservations, gossip, fun, and games.

Sure, a few have worthwhile applications like the questions/answers at LinkedIn or BlogCatalog discussions, which do lend well to creating a sense of community. Open niche networks like RecrutingBlogs.com work well too.

These examples aside, social networks seem best suited to be what early blogs hoped to be — a place for individuals to connect and have two-way conversations when they aren’t trying to out-scoop each other on finding new online content to talk about. There is nothing wrong with that.

Yet, sooner or later, the mad rush for numbers will be over and people will stand around asking themselves did I invest all this time in the right social network? Probably not.

It makes sense for me as someone engaged in social media to check out all the new applications that are readily and frequently available (about 100 times more than most social media gurus actually write about). But if it wasn’t for this reason, I think I might have a different message all together … call me when the nomadic online wandering is over and I’ll bring by a house-warming gift.

Staking Claims: Social Media Borg

The most humorous aspect of staking claims in social media recently came to me from a post made by Jeremy Langhans at RecruitingBlogs.com. It was a sum up of a Pete Cashmore quip about Facebook.

“In light of recent controversies over who exactly invented Facebook, I think now is the time to come clean: I did. Not Mark Zuckerberg, not the ConnectU folks and certainly not the latest claimant to the idea: Aaron Greenspan … I was considering a way to include high school or college photographs in a printed book, and came up with a concept I called Faces Book.”

I saw it again at Geoff Livingston’s Now Is Gone blog as Steven E. Streight attempted to set our discussion — when flogs might work and when they might not — straight. The statements rang loudly, perhaps with a hint of seriousness.

“The core values of blogging, as set by the early bloggers from 1992 to 2004, include Transparency, Authenticity, Passion, Integrity … CEOs and others can have pro writers polish up their blog posts, or suggest topics, even write a few sample posts to get them going … The peer to peer recommendation system of the Trust Web will fall apart when fake blogs, phony Twitter accounts, and PayPerPost type blog whoring invade our realm.”

In other words, sorry but that ground was covered. Please refer to the social media rulebook that it is littered about the Internet in random posts and discussions and cite the appropriate sources.

WARNING. New discussion is futile. You must assimilate.

And yet again by Shel Holtz when he shared his bad pitch experience. Don’t get me wrong, it was a pretty awful pitch from the Washington D.C.-based Adfero Group. It began “I wanted to let you know about an innovative new PR tactic that the readers of the “Shel Holz” blog might find interesting.” (Their misspelling, not mine.)

But then, even Holtz digresses a bit into borg speak while discussing what the Adfero Group calls a new PR tactic: “Funny. That sounds just like the social media press release format I’ve been touting for, what, a year? The same concept that has a home on the web and a working group. It was introduced by SHIFT Communications well over a year ago in response to an appeal by journalist Tom Foremski.”

Yeah, I remember that. I called it a buffet template, meaning no offense to Todd Defren. As I pointed out then, at least Defren had the good sense to do something when everyone else was dragging their respective professional heels. But back then, credit was less important than building upon the social media framework so more people would take it seriously. But now that we have established social media as viable communication tool, and some newcomers are starting to make their own paths, times have changed. Didn’t you get the memo?

WARNING. New tactics are futile. You must assimilate.

Humility. That is one term that the early adapters forget to include in the core values drafted in 1992 to 2004. As professional communicators or others shaping social media, we might remember that much of our early work will go unnoticed by the greater body of people who will eventually employ it in some fashion.

What do I mean? Well, as much as Holtz seemed to chastise the Adfero Group for not knowing the history of social media before making wild claims (and they were wild), nowhere on Holtz’s blog will you find any reference to Jorn Barger or Brian Redman, who were among the earliest bloggers.

For that matter, maybe I should lay some early claim too. I had a daily news update in the 1990s to augment a bi-monthly print and online publication. Does that count too? Technically speaking, minus comments, it was a blog. Or maybe my regular forum postings on AOL before that, as AOL was one of the first social networks (despite everyone claiming social networks are somehow new). No, I'm not that presumptuous. Besides, I have better ideas to hang my hat on.

Funny. There always seems to be predecessors to the predecessors and we all might be well served to remember that. In fact, sometimes similar ideas come from different places with the originator having no knowledge of what the others might be doing. Sometimes they are borrowed upon and made better. Sometimes borrowers give credit. Sometimes they do not. Sometimes they don't even know to do it.

Usually, but not always, the only reason early concepts are stolen away is because the original idea didn’t stick well enough to hold. But that’s the price of progress. I’m so sorry, but nobody really owns social media or the concepts that are being tried and tested here. Much like some caveman’s family isn’t getting paid royalties for the invention and application of the wheel.

To be clear, I’m not against Zuckerberg, Greenspan, Streight, or Holtz reminding us that little pieces of this and that were developed by others first. That’s admirable.

What I am less comfortable with is beating down new ideas and discussions for want of territorial superiority and forced assimilation. When the collective starts doing that, maybe it's time to remember that there is a whole big world out there beyond the insulated cube one can create online. Or, in other words, social media experts invited the world to participate; don't be disappointed if they accept the invitation as explorers and not as loyal subjects.

Controlling Community: John Sumser

John Sumser has taken on a mission impossible because there seems to be a desire to transform Recruiting.com, which is currently defined as blog community portal, into a niche social network that will be managed like an online magazine with Sumser as editor.

It cannot be done.

Sumser is not alone in making the mistake of combining what are opposing objectives. Many companies are struggling with the same self-created issue, which is what often gives rise to community members screaming unfair criticism, blatant censorship, and/or totalitarian fascist rule. Eventually, it leads to protest, exodus, or even negative public outcry beyond the niche it serves.

You can see it all over the net. It ranges from alleged censorship of The Black Donnellys fans at NBC online and Jericho fans during the cancellation protest at CBS online to the broadest brush strokes and ample examples being advocated by the Electronic Frontier Foundation. All of it, big and small, stems from the same problem: a lack of strategic oversight on the part of the site moderators that often leads to gross confusion over whether or not the First Amendment might apply on the part of the participants (mostly, it doesn't), which I'm inclined to write about another time.

Today, I'll stick to the misconception being applied by some companies: they think "if we build it (a framework for an online community of sorts, whether it be a blog, portal, forum, social network, or some combination), they will come." And, as soon as the "open" sign goes up, sometimes they do come — participants who quickly take up residence and build their community.

Did you catch that? I said "their community" because it's the most important part of the equation. Companies that create online gathering places only own the framework; it's the participants who own the community. Because without them, there is no community.

And that brings us back to Recruiting.com. Whereas Jason Davis (former management at Recruiting.com) moderated with a guiding hand, Sumser seems to use the rule of law. After all, as editor, Sumser claims it's his job to ensure the content is worthwhile by some subjective standards only he knows.

While I understand this thinking from someone who often considers social media and blogging as, more or less, immature and brutish (although, mysteriously and magically, not so in many, many places), it represents the direct opposition to developing an online community. You see, the model for editorial control, beyond the loosest guidelines, (eg. no pornography, etc.) is much better suited to running an online magazine or news source like, well, Electronic Recruiting News.

For a blog portal, like Recruitng.com, any sense of community can only be accomplished by applying the simplest of concepts: "it's easier to pull a chain than to push one." That means "editors" must abandon their propensity to manage and attempt to lead.

Real leadership does not work under the rule of law. It requires something else all together. So instead of "editing" and reserving the right to make even the best intended critiques, the moderator who hopes to build a community will see better results if they focus more on making people feel welcome, praising those who provide the best examples, and adding unique value for the residents.

No, it doesn't have to be this way. Recruiting.com could just as easily operate as an online content provider or magazine (in which case, it needs more exclusive content) and a blog portal, giving up on the idea that it is somehow a community (it's not). While this means it will rarely be considered home, the model can work just as well while affording the owners control, which they seem to want.

From a more general perspective, any time a company, organization, or group launches a product, service, or online "something" (or applies sweeping changes to such things), it's always best to develop a strategy first. And, if these things already exist, it's never a good idea to remove previous tactics without knowing what you need to replace them with. Ergo, if you blow little things all up without a plan, you might be surprised to find out some of those little things made the big thing work.

Ideally, developing a strategy can be largely accomplished by understanding the environment in which you hope to operate and your true competitors. Then, you offer added values to your product/service/offering or, at minimum, positive communication contrasts between yourself and your competitors.

Apple and AT&T's positioning of the iPhone is a pretty good example. Verizon's new message, which they think will keep customers from switching to an iPhone, is not.

The bottom line. You cannot be all things to all people, especially when you aren't all things.

Behaving Badly: Jobster CEO

Jason Goldberg, CEO of Jobster, an online career network, has once again succeeded in doing what he seems to do best. Any time the sailing seems too smooth or the skies too blue, he veers his venture capital-funded ship and its shareholders’ money off course to find a storm of his own creation.

This time, apparently prompted by moderately reliable Alexa analytics, he sent former employee and shareholder Jason Davis a cease-and-desist letter to either close down Recruitingblogs.com (which I recently reviewed) or force broker a deal to, in Goldberg’s words, “work this out in a way that benefits everyone.”

According to Goldberg’s letter to Michael Arrington at TechCrunch, Davis is in violation of a non-complete clause that Davis signed as part of a contract to manage Recuiting.com for a year (after he sold the site to Jobster). After the one year contract was complete, Davis launched Recruitingblogs.com. Goldberg’s position and the message he thinks he is communicating is this:

“Our overarching intent at Jobster and with our Recruiting.com Website remains to foster online community in the recruiting industry — the more the better. At the same time, Jobster needs to ensure that our employees and contractors uphold their commitments.”

It seems to me and others that Goldberg is communicating something else …

• He has not learned that virtually no communication, especially bad communication, will remain private. Sooner or later, it will be made public.

• He is not above attempting to manipulate and intimidate people into giving Jobster and Recruitng.com some sort of leverage over others, Recruitingblogs.com in this case. It’s laughable at best, unethical at worst.

• He does not have faith in John Sumser’s management of Recruitng.com to retain and attract visitors. If he did have faith, there would be no reason for Jobster to threaten legal action to protect a Digg-styled blog portal against a very different offering, which I called an open niche social network on Ning. (Even Sumser, who I enjoy from time to time, doesn't seem to have much faith in his abilities either.)

• He is a rash, impulsive executive without empathy; it sometimes seems like he wants to come across as a hardhearted bully, but in reality, this action seems more like a spoiled child throwing a tantrum because he made a bad decision in not renewing Davis’ contract.

• He comes across, once again, as being disingenuous by saying that “We at Jobster are actually big fans of the Recruitingblogs.com Website … we’ve also offered/suggested that there is probably a good way for us to work together going forward.” A cease-and-desist letter is usually the last communication, not the first communication, in fostering positive business relations.

From a communication perspective, legality issues aside, even if Goldberg and the much-loved-by-the-recruiting-industry Davis can reach an amicable agreement as they both suggested they might, Goldberg has already lost. He has created a potential crisis in using the supposed weight of his company to censor a niche social network, that has yet to make any money, just because he feels threatened by even the most indirect competition and comment.

Goldberg’s best course of action, assuming he doesn’t want to become another “laugh piece” for The New York Times, is to admit that he overreacted and retract any hint of taking legal action. If he does not, the potential ramifications will likely be that Recruiting.com will continue its decline (caused by its own inability to remain relevant even though it could be), and Goldberg will solidify his personal brand as someone who is either not to be taken seriously or to be avoided at all cost. This would not bode well for Jobster, as mentioned on the Recruiting Animal Show.

Going Social: MyRagan, RecruitingBlogs, BlogCatalog

Social networks and online communities deserve consideration for just about anyone hoping to have a presence on the Internet. They come in all shapes and sizes, ranging from headline roundups and forums to search directories and profile pages.

Although there are hundreds to choose from, I'm mentioning just three today because they demonstrate very distinct approaches. For lack of a better definition, let’s call them a closed niche membership, open niche membership, and open general membership.

MyRagan.com. MyRagan.com has corporate communication and related professionals, especially public relations practitioners, buzzing with excitement. It uses the Me.Com platform, which allows people to “rapidly deploy, customize and administer a social network specific to their interests.” Maybe.

I call it a closed niche membership because MyRagan.com does not really allow for easy navigation throughout the Me.com network. So, in many ways, it’s self-contained. It’s also extremely niche specific, so much so I that I’m not sure if a non-communicator would get it.

Stand Outs: MyRagan has a built-in audio-visual chat and IM features. It also has a direct link to the Ragan Career Center. Mark Ragan and his team are working very, very hard to make this work, recently asking for five or six volunteers to provide ideas for improving the network. The members, the ones who aren’t lost, are very helpful. I was also able to add my widget to my in-progress profile page. Cool.

Stand Offs: MyRagan is a navigational nightmare, especially because it toggles back and forth between MyRagan and other Ragan Communications sites. One also has to wonder how much is too much. There are forums, bulletins, discussions, groups, community blogs, personal blogs, and ... yeesh! To quote Geoff Livingston at The Buzz Bin: “It’s not the most aesthetic site, but it’s very, very functional.” (It is functional if you narrow your focus to a few features.) Now, if we can only teach social media newcomers what to blog about so the community blog doesn’t die off as a “promo post” board.

RecruitingBlogs.com. RecruitingBlogs.com was created by Jason Davis after he, um, retired from Recruiting.com. It’s everything a niche social network should be and opens to the Ning platform. Bouncing around Ning helps you connect with people in many fields and industries.

Thus, in many ways, RecruitingBlogs.com is an open niche network. It’s laid out extremely well as everything is on the front page, including scrolling RSS feeds from every recruiting blog on the planet (that’s worth reading) and then some. Keep in mind though, not all Ning networks are created equal; Davis really knows his stuff.

Stand Outs: RecruitingBlogs.com not only benefits from an expert network creator, but also an experienced group of recruiters who blog. Many of them have had blogs for two years or more. They also make up some of the best read blogs on the Web, which means most content is razor sharp. It is a niche model to be followed, pure and simple. To check out the greater Ning network, click one button. Done.

Stand Offs: Not much, unless you just don’t like recruiters (I do). While I know Davis is not able to do everything he wants to do on Ning, most people would never know it. Seriously, other than the occasional lag and maybe a missing “about page” or “highlighted features page” for newcomers (eg. I know what the chatter wall is good for on my profile, but newcomers might not), I love it.

BlogCatalog.com. BlogCatalog.com is the fastest-growing social blog directory for a reason. It is completely open to anyone and, as long as your blog is approved (about 48 hours unless you have questionable content), you’ll be able to meet some wonderful people.

BlogCatalog.com is also different from the aforementioned niche networks because it owns its own technology, features, and widgets. Antony Berkman bought a dying directory six months ago and turned it into a company worth watching.

Stand Outs: There is a real benefit in having a general open network because the skill sets of the staff and membership are deep. The newest feature is brilliant, making it the first stop of the day for many bloggers. Right on your profile, you can add some of most popular communities you belong to: AIM, del.icio.us, Digg, Facebook, Flickr, Last.fm, MyBlogLog, MySpace, StumbleUpon, Technorati, and Twitter. And that's just for starters.

Stand Offs: None to speak of. At a glance, some professionals might be miffed by the abundance of active members with personal blogs and monetorization blogs, but only until you get to know them. They are extremely nice, approachable, and deeply talented. Collectively, they know more about social media than any niche group I’ve come across. You also won’t find a BlogCatalog.com blog as Berkman and his staff mostly communicate on the discussion board (but they all have their own blogs). Yet, they are among the most engaging and friendly non-niche social directory hosts anywhere.

So there you have it. While each has its own culture and climate, they are just like any group you might belong to in person: you get back what you put into them.

The best bet is to put your company (or personal) strategy first. Then, join several but only become active on those that best fit your objectives because as we all know (I hope), there is no such thing as a social media strategy. Social media is a versatile tactic.

Beyond that, social networks are allowing people to participate online without ever starting a blog, vlog, or radio show. But for those who do, they represent the best way to gain targeted exposure.